This was very innovative - taking a monthly ritual for all elderly and giving them discounted options for activities based on where the bill was paid. Their inclusion of the four Media Channels was good; the Summary slide was comprehensive and clear.

Второе место - Команда 5

This was a good insight that both the parents and their sons/daughters wanted to spend more time together. It provided easy/direct activation within their employer's internal web platform to find discounted activities they could share. They provided a good, clean, clear Summary slide.

Третье место – Команда 1

This was a good idea trying to utilize various ways to engage the elderly and get them more active. Their strategy was very broad, did not seem as targeted as the others; although the Summary slide was good.

Bill Bernbach once said, “All of us who professionally use the mass media are the shapers of society. We can vulgarize that society. We can brutalize it. Or we can help lift it onto a higher level.”

Sure, I'm looking for work that works. But, more importantly, I'm looking for work that in some way lifts creativity and, indeed, society to a higher plane.

Первое место – Команда 2.

It is certainly the best idea of all. Clear, strong, fresh and above all real. It is not an occurrence or a publicity trick. It’s really the best solution proposes to change the lives of these people. Amazing and clear gold.

Второе место – Команда 5.

The great value of this idea is to fully understand the real “tension” that exists background;

-Old people: It is very important for me to be apart of society and spend more time with my children

-Yuong People: I have no opportunity to spend more time with my parents.

The great value of this idea lies in understanding that THIS is the real problem. And raise a very good solution to solve this tension.

Третье место – Команда 4.

The great value of this idea is the point to beginning of idea. The Key Message: Age - it is not about the body, it’s about a soul.

The execution of the idea while very good , maybe I could see was even more powerful.

Получив 2 Первых места, победителем становится Команда №2:

Cyber:

Their proposed geo-targeting and push notifications are the most modern and engaging cyber tactics. This brief also does the best job of using cyber tools to facilitate in-person connections with peers.

Второе место – Команда 6

This team proposed the most integrated social campaign of all seven entries. And their goal to ease intergenerational "matches" based on shared interests doubles as a cyber mentoring program.

Третье место – Команда 4

The proposed partnership between two popular existing networks is an intriguing strategy. The incentives for both parties -- and ultimate goal to build intergenerational, in-person connections -- also strengthen this brief.

Sourcing the wisdom of elder people is a creative angel and a good execution idea. Presentation is the best in this category

Второе место – Команда 5

Simple idea and good angel for a target group activation

Третье место – Команда 4

Good combination of successful services (AirBNB) with the accommodation close to elder people.

Рай Клифтон (Rye Clifton), США – Director of Experience GSD&M

Первое место – Команда 6

Both from a design and idea standpoint, this idea is simple, effective and social. I love that it sets up an environment where both groups can learn from each other. It inspires interaction, and would lead to some really great stories in real life… I also think it could work, technologically and effectively.

Второе место – Команда 4

This idea forces interaction in the real world, which feels very effective. The idea of turning AirBNB into a social service is really smart, and the matchmaking aspects could lead to some great, meaningful relationships.

Третье место – Команда 2

Switching cookies is a fun and effective awareness campaign. While it doesn’t force interaction between young and old in the real world (as some other teams did), this is a great media campaign that could be rolled out on a large scale. It also has the novelty factor of using technology in a new way… which always leads to good press and curiosity.

I think team 6 achieved one of the must important things needed in Cannes: the “doable” factor. The way they approached the brief was smart, they actually uses a social platform to make sure that the message was spread and that they weren’t just helping the elderly surf around the web, but actually helping them connect with others. This team was the closest to achieving the campaign objectives.

Второе место – Команда 7

Even though I’m sure the target wouldn’t want to be called “old”, “bro” or “oldbro”, I believe the idea of helping the elderly connect with others by sharing their experiences, is spot on. People look to the web for answers, I think this campaign could raise awareness that aging is natural and even positive.

Третье место – Команда 2

This team achieved the most “cyber” campaign. It’s a great idea seeing the web from the perspective of another generation and the use of the cookies was clever, but unfortunately didn’t match the objective of the brief.

I liked the innovative thinking of directly linking men with their parents in this very popular game. It was a win/win for both: the men earning "gold" in the game and parents got discounts to many interesting things which pushed them to more activity. They had very good summary slides of Benefits; Job to Be Done and KPI goals.

Второе место – Команда 1

This was a good idea of giving the elderly opportunities to recall memories & stories; earn money and interact or connect with younger people through the website help and the Festival. Good summary of Benefits to all parties involved.

Третье место – Команда 2

This idea did not seem as innovative; it followed "FitBit" too closely. They did provide a good list of clear deliverables.